Job Responsibilities
As a mid-level media relations practitioner, I manage day-to-day
operations for high-tech, business-to-business public relations
clients. Media relations involves managing target publics'
attitudes, opinions and beliefs in order to contribute to a
client's bottom-line goals and objectives. Target publics
includes employees, customers, suppliers, investors and others.
Target publics' perceptions are managed via ongoing, strategic
communications campaigns. These campaigns may be implemented via
a variety of strategically designed components: press releases,
white papers, public speaking opportunities, newsletters, op
eds, special events -- the list is as long and varied as the
capacity of one's talent, creativity and budget.
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Job Requirements
Public relations necessitates a command of AP-style writing, so
a bachelor's degree in journalism offers the most direct
academic route to career success. I enjoyed the bachelor's
program and didn't find any classes particularly challenging.
The master's program is very challenging, however, and involves
a deeper concentration in communication research. An MBA also
compliments the undergraduate program, perhaps even facilitating
speed career advancement.
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Uppers
I enjoy working with the media on a day-to-day basis. Interesting, media-savvy
clients who understand the public relations process have also contributed to
career satisfaction. The most enjoyable aspect of the job, however, involves the
communications strategy. Sophisticated campaigns, like a chess match,
necessitate multiple layers of components deployed to the right people, in the
right place, at the right time -- all the while keeping a practiced eye on the
competition's next move.
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Downers
Clients can sometimes reject an experienced counselor's best
efforts. Public relations also suffers during economic downturns
because of its reputation as a "superfluous" expense.
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Lifestyle
This is not a 9-to-5 job -- or an 8-to-5 job, for that matter. Expect 8-to-8
work days, including some weekends. Many professionals also travel extensively.
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Compensation
Beginning salaries in this field are notoriously low. But
public relations, on the whole, pays well. Research shows top-
ranking public relations executives, in large corporations,
averaging as much as 300K/year.
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Advice to Jobseekers
If you enjoy writing, can sell a story and enjoy creative
thinking -- I'll see you in the papers.
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